Magazine article Drug Topics

New Ads Target Consumers with Allergy, Diabetes, and Hair Loss

Magazine article Drug Topics

New Ads Target Consumers with Allergy, Diabetes, and Hair Loss

Article excerpt

Consumers are likely to ask pharmacists about safer alternatives to Rezulin, as well as about prescription drugs for allergies, hair loss, and gastroesophageal reflux disease (GERD) now that pharmaceutical firms have prepared direct-to-consumer campaigns for those products.

Here's a rundown of some DTC ad campaigns at or near the launching phase:

In a new TV commercial and a radio spot, AstraZeneca is touting its proton-pump inhibitor Prilosec (omeprazole) as "the purple pill you take one time a day." The ad tells patients to talk to their doctor about Prilosec for 24-hour relief.

In addition to TV and radio commercials, an ad is appearing in Life and Newsweek and other monthlies and weeklies. Fractional ads are running in newspapers.

AstraZeneca is also kicking off a new TV campaign for Rhinocort Aqua (budesonide nasal spray). The effort will reinforce the fact that Rhinocort Aqua is the first product for allergic rhinitis to offer one spray once a day for adults and children six and over.

New TV ads for Pfizer's Zyrtec (cetirizine HCl) consist of three creative executions. All three spots stress the fact that patients need only one pill for their allergies. A spread is running in People magazine. The ads include the firm's 1-(800) ONE- PILL number.

Merck & Co. is touting Propecia (finasteride) in print ads aimed at the gay men's market. According to a company spokesman, unbranded TV ads targeted to the general audience are also airing. The messages are intended to get men to talk to their doctor and to call the 800number for more information.

Following Warner-Lambert's voluntary removal of Rezulin (troglitazone) from the market, manufacturers are scrambling to notify consumers that they have safer alternatives for Type 2 diabetes. …

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